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Lionel Messi #10 of Inter Miami shoots during the first half against the Columbus Crew at Huntington Bank Field on April 19, 2025 in Cleveland, Ohio. Miami defeated Columbus 1-0. Jason Miller | Getty Images Sport | Getty Images The rising popularity of soccer in the U.S. has buoyed sponsorships and stadium attendance at Major League Soccer 30 years after the launch of the league. While soccer reins supreme globally, the sport is still in its early stages of fandom in the U.S., where professional football, basketball, baseball and hockey have long been the favorites among sports fans. So far this year, MLS sponsorship revenue is up double digits compared to 2024. Last year, Michelob Ultra became the official beer sponsor of MLS, and in 2023, sportswear giant Adidas reupped its partnership with the league. Brands are gravitating toward the fledgling league, especially as it’s enjoyed a recent surge in ticket and merch sales since global soccer superstar Lionel Messi joined MLS’s Inter Miami CF in 2023. The approaching 2026 World Cup — which will take place next summer in the U.S., Canada and Mexico —coupled with “the sport’s rising cultural relevance” has helped fuel sponsorship growth, said Jen Cramer, executive vice president of partnership marketing at MLS. Advertisers and marketers have been rushing to spend on live sports in the U.S. The category is the last bastion of high viewership ratings amid the shift to on-demand streaming, and consumers continue to spend on elevated experiences and team merchandise. In addition to the U.S. mainstay leagues, the ascent of women’s sports, youth sports and soccer has attracted advertisers, too. Even in a moment of economic uncertainty when advertisers often pull back on spending, sports are expected to see little effect. “Rather than hesitation, we’re seeing increased activity with early renewals,…

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Filed under: News - @ May 5, 2025 1:24 pm